CXL Review: Digital Analytics IX

  • Set data source at the report level
  • PLAN! What data points will you need?
  • How much engagement do you want in your report? Will it be flexible or static?
  • Sketch it!
  • What KPI’s will be more important? What type of charts will be better for them?
  • Data / Pixel ratio. Huge game-changer. Let’s not waste pixels on things that don´t work and don´t serve any useful purpose.
  • What you´ll be able to customize: page size, color palette, and layout.
  • Available data visualizations include tables, scorecards, line charts, bar and column charts, maps, treemaps, scatter plots, pie, and donuts.
  • Don’t use the grid, it will just make it hard to read and that would mean dead pixels.
  • If you have multiple lines, use legends to differentiate.
  • When to combine 2 metrics? When they tell a story together. Don´t just cramp multiple things together because it looks “good”. It must serve a purpose.
  • Overall, bars are easier to read. So use that. The text doesn´t have to be arranged diagonally and be all weird, it will just stay horizontal.
  • Useful when you have a lot of data to show.
  • Useful when combined with a scorecard.
  • Show numbers and charts
  • You will need a lot of formatting to make it cute and understandable.
  • Use pixels correctly.
  • The scroll is better than having pages.
  • Make them transparent, no color!
  • Add totals
  • Add a header.
  • Useful for showcasing KPI’s.
  • When possible, always compact the number.
  • Use decimals only when necessary to understand or interpret the data.
  • Don´t use them when there are too many pieces. As much as 3.
  • The data must be part of a whole.
  • If you need to use 2 pie charts, you are doing it wrong. Use another type of chart instead, it will likely be more useful.
  • Do not use it to show sources or countries. Maybe devices.
  • Use only when super relevant. Always ask yourself, is it necessary?
  • Call out a data point by making it BOLD.
  • Use your brand colors.
  • Keep colors consistent. If green=good and red=bad once, they stay that way through the report.
  • Color your dimensions value across your report. It will make it easier to read.
  • Use conditional formatting.
  • Trust your intuition.




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Celso Mauricio

Celso Mauricio

Lover, marketer, and pop culture enthisiast.

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